Pengaruh Promosi Digital dan Kualitas Pelayanan terhadap Keputusan Pembelian dengan Harga sebagai Variabel Moderasi pada Rumah Jahit Glamour

Abstract

This study is motivated by the low level of purchasing decisions at Rumah Jahit Glamour in Tasikmalaya Regency, indicated by a pre-survey average score of 2.25 (poor category). While prior studies have examined the effects of digital promotion and service quality on purchasing decisions, limited research has integrated price as a moderating variable in conventional tailoring MSMEs undergoing digital transformation. This study aims to analyze the influence of digital promotion and service quality on purchasing decisions and to examine the moderating role of price in these relationships. A quantitative survey approach was employed, involving 40 customers selected through total sampling. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that digital promotion has a positive and significant effect on purchasing decisions (β = 0.117; p = 0.032), while service quality shows a stronger positive and significant effect (β = 0.584; p = 0.000). However, price does not moderate the relationship between digital promotion, service quality, and purchasing decisions. The model demonstrates strong explanatory power (R² = 0.851). These findings highlight that service quality is the dominant factor influencing purchasing decisions, supported by digital promotion in tailoring service businesses.